eBook (Adobe DRM)

Install the free Adobe Digital Editions software on your machine. Adobe Digital Editions only works on Macintosh and Windows, and requires the Adobe Flash Player. Please see the official system requirements.

Authorize your copy of Adobe Digital Editions using your Adobe ID (select AdobeID as the eBook vendor). If you don't already have an Adobe ID, you can create one here.

Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click.

Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.

Sample Content

Table of Contents

CHAPTER 1: Designing Web Sites for Persuasion and the Unconscious Mind CHAPTER 2: Wanting to Belong: The Power of Social ValidationCHAPTER 3: Feeling Indebted: How to Build in Reciprocity and ConcessionCHAPTER 4: Invoking Scarcity—If Something Seems Unavailable, We Seem to Want It Even More CHAPTER 5: Choosing Carefully—Given Too Many Choices, We Freeze (and Then We Don’t Choose at All)CHAPTER 6: It’s All About You: Speaking to the Self-Centered, Unconscious MindCHAPTER 7: Building Commitment—We Want to Think We’re Consistent CHAPTER 8: Using Similarity, Attractiveness, and Association: Are We the Same?CHAPTER 9: Afraid to Lose—How Fear of Loss Trumps Our Anticipation of VictoryCHAPTER 10: Using Pictures and Stories—the Best Way to Talk to Our Unconscious MindsCHAPTER 11: We’re Social Animals—Finding the Next Big Thing by Making It SocialAppendixIndex